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    Joseph Christian Leyendecker (American, 1874-1951)
    Soldier's Pride, House of Kuppenheimer advertisement, 1916-1917
    Oil on canvas
    40 x 24 inches (101.6 x 61.0 cm)

    Private collection, New Rochelle, New York, acquired 1952;
    By descent to the present owners.

    Soldier's Pride was created as a component of Kuppenheimer's six-piece easel-backed World War I advertisement placards for in-store display. These pieces were expertly printed on a coated cardboard substrate so the black background would dramatically display the clothing item. Kuppenheimer & Hart Schaffner Marx were the two major manufacturers of military apparel during WWI & WWII. These images were very rarely used for advertising in America's mainstream periodicals - and the several known magazine appearances were always in trade journals or brochures specifically promoting military clothing.

    The cardboard easel-backed placards measured approximately nineteen inches high and they appeared both in store windows and as point-of-purchase promotions near the cash registers. They all had the Kuppenheimer "K" in the upper left corner. Sometimes the units were produced with Kuppenheimer lettering below the image.

    When America entered WWI in April 1917, Kuppenheimer was already manufacturing massive numbers of officer uniforms and apparel for enlisted personnel. This particular advertising campaign commenced in late 1916, and continued heavily until the end of 1917. Many Kuppenheimer stores displayed these patriotic advertising pieces through 1918. These Leyendecker showcards are coveted among collectors of US Military ephemera.

    We would like to thank Bud Moon for his historical research on the usage of the present work.

    More information about Joseph Christian Leyendecker, also known as Leyendecker, Joseph Christian, Joseph Christian Leyendecker.

    Condition Report*: Unlined canvas; canvas is slack; faint stretcher bar marks, most notably in lower left with indentions and cupping; approx. 1 x 1/4 inch loss to canvas in upper right corner and upper left corner with a smaller puncture beneath loss in upper right corner; a few scattered smaller punctures and indents to canvas long lower edge with an approx. 3 inch tear in lower left corner; These punctures do not effect the figure and fluoresce under UV light.
    Framed Dimensions 40.5 X 24.5 Inches
    *Heritage Auctions strives to provide as much information as possible but encourages in-person inspection by bidders. Statements regarding the condition of objects are only for general guidance and should not be relied upon as complete statements of fact, and do not constitute a representation, warranty or assumption of liability by Heritage. Some condition issues may not be noted in the condition report but are apparent in the provided photos which are considered part of the condition report. Please note that we do not de-frame lots estimated at $1,000 or less and may not be able to provide additional details for lots valued under $500. Heritage does not guarantee the condition of frames and shall not be liable for any damage/scratches to frames, glass/acrylic coverings, original boxes, display accessories, or art that has slipped in frames. All lots are sold "AS IS" under the Terms & Conditions of Auction.

    Auction Info

    Auction Dates
    December, 2020
    3rd Thursday
    Bids + Registered Phone Bidders: 6
    Lot Tracking Activity: N/A
    Page Views: 1,313

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